Twitter launched both Vine and its recently released #Music app with no nod toward Android. So why do brands go iOS first, even though Android dominates the smartphone market?

What marketers need to know...

iOS's APIs are a big reason. Combined with deep development tools, these APIs allow you to create highly sophisticated user interfaces, such as Twitter Music. It uses smooth animation and transitions while providing simple access to streaming media and online services.

Android's fragmentation means every device requires a slightly different design. And that means a huge investment in development and testing. iOS, on the other hand, runs on just a few devices, so designers and developers easily know the capabilities of each (and so they are able to focus on the experience).

Android's devices do offer things like near field communication (NFC)—and more freedom in what an app is allowed to have access to—helping it gain developer preference and market dominance. And that's why Twitter announced last week that Vine is coming to Android soon.